| Summary: | 碩士 === 玄奘大學 === 國際企業學系碩士班 === 98 === With the advent of the Internet era, more and more people prefer to shop online. Many companies have spotted the trend and entered into this market. However, to survive in this highly competitive market, it is critical to be preferred by a vast quantity of consumers. To advance our understandings of critical success factors in online industry, this study investigated the impact of internet store image and consumer affect on perceived quality, satisfaction, and loyalty. The results indicated that store image and consumer affect excised positive effects on perceived quality, satisfaction and loyalty. Also, as the suggestions in marketing literature, perceived quality affected satisfaction positively and directly and satisfaction mediated the relationship between perceived quality and loyalty.
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